Mumbai: eBuX recently announced its partnership with Mars Chocolates and Kraft Heinz making further inroads into the FMCG sector with its e-tailing commerce and analytics solutions.
eBuX is a scalable solution, built on machine learning algorithms and robust technology that is scalable and stable, for brands that aids in driving brands’ performance across e-commerce marketplaces. Customers today are steadily moving to the online space to make their everyday purchases. In this scenario, it becomes critical for brands even with low ASP (average selling price) to be present online.
According to a recent report by Boston Consulting Group and Google, 40% of all fast moving consumer goods (FMCG) purchases in India will go online by 2020, making it a $5-6 billion business.
Also, large FMCG firms in India will spend 20-25% on digital advertising by 2020 and even reach 50-70% for select premium brands. With the improvement of infrastructure, online shopping will grow exponentially in cities beyond the metros and together it is expected to comprise more than 50% of the total online shopper base by 2020.
Understanding the impact on this segment, companies in the FMCG sector are moving towards digital transformation in order to adapt to the changing consumer landscape and shopping habits. Both Mars and Kraft Heinz have signed up for e-content services, optimized brand visibility and procuring solution license through their partnership with eBuX.
When it comes to a product being visible on the digital shelf, what matters is search optimization, quality score of content, and share of search for the product. eBuX crawls all this data and gives a collaborative information deck to the brand manager. Further, it helps the brand enhance its product discoverability through content solutions, such as imagery and brand storytelling.
eBuX helps the brand know their stock hygiene, e-ORM, promotions planning, brand page score on the digital shelf, on-site visibility in their category and content quality score across platforms.
Some of the key challenges that brands look to resolve are- creating a single window access to their key performance drivers across Omni-channels and help them win the digital shelf by creating enhanced shopper experience.
Shweta Sharma, Chief Business Officer, eBuX at AdGlobal360, said, “We are very excited to partner with Mars Chocolates and Kraft Heinz for our eBuX solutions. As the shopping patterns of consumers evolve, these are exciting times for the FMCG marketplace. Through eBuX we are looking to add value to their brands by creating an enhanced shopper experience across marketplaces and insights through data analytics across marketplaces. We customize strategies as per brand needs as each brand needs a bespoke dedicated communication and execution solutions.”
Rakesh Yadav, Chief Executive Officer, AdGlobal360, said, “We are delighted by the tremendous progress made by eBuX in the FMCG space by helping marquee and leading brands in their mission to enhance their digital presence across e-commerce platforms in such a short span of time. We welcome Mars Chocolates and Kraft Heinz to the rapidly growing eBuX family. eBuX is an online channel analytics solution for product manufacturers, and an innovator at the forefront of the eCommerce analytics. It helps brands with data points such as on-site discoverability and Share-of-Search across marketplaces of Amazon, Flipkart, Paytm, Grofers, Big Basket etc. eBuX Analytics is constantly attuned to the evolving dynamics of the online shopping eCommerce revolution, delivering e-commerce Insights and Online Store Audits to manufacturers around the world.”
Reckitt Benckiser, Nestle and Coca Cola India are some of the other prominent FMCG brands that are using the eBuX solution.